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Amazon DSP provides advertisers with access to one of the richest pools of shopper data available today. Beyond remarketing to existing customers it opens opportunities to discover and connect with entirely new audiences both on and off Amazon properties. The challenge is to find these new segments without inflating costs or sacrificing relevance. Here are practical tips for reaching new audiences in Amazon DSP campaigns.
Amazon DSP can identify new shoppers who share characteristics with your current customers. By using lookalike modeling you extend reach to audiences that behave similarly to your converters. This is one of the most effective ways to expand campaigns beyond remarketing.
Amazon classifies audiences based on shopping intent. In market segments include users who are actively researching or comparing products in a category. Adding these segments ensures that you reach new potential customers who are showing strong intent to buy.
Not all targeting should be intent driven. Lifestyle and interest based segments allow you to reach people who may not yet be searching but align with your brand positioning. For example targeting fitness enthusiasts for a health supplement brand or tech lovers for a new gadget.
Amazon DSP allows contextual targeting where ads are placed on sites and apps relevant to a category. This helps capture new audiences who are consuming related content but have not yet engaged with your brand.
If you are running campaigns limited to specific locations consider expanding to new geographies where demand may be growing. Even within a single country targeting additional cities or regions can uncover untapped audiences.
To reach more unique users review your frequency settings. Lowering frequency caps prevents overexposure to the same people and allows impressions to spread across new audiences.
Different audiences respond to different formats. Adding video ads OTT placements or interactive creatives increases the chance of engaging new groups. Similarly combining premium Amazon owned inventory with open exchange placements broadens reach.
Amazon DSP offers demographic filters such as age gender and household income. Testing these filters helps refine reach toward new groups that align with your product but are not yet part of your existing customer base.
When running multiple campaigns you may be targeting the same users across them. Overlap reports in Amazon DSP help identify this duplication. By refining segmentation you can free up budget to focus on acquiring new audiences.
Creative strategy plays a role in reaching new audiences. Use messaging that highlights brand awareness rather than only retargeting offers. Showcase brand values unique selling points and storytelling that appeals to people unfamiliar with your business.
Reaching new audiences in Amazon DSP campaigns is about moving beyond retargeting and activating broader strategies like lookalike modeling lifestyle targeting contextual placements and creative designed for awareness. With careful use of Amazon’s unique data you can connect with high potential customers at scale.
At DWAO we help brands design Amazon DSP campaigns that focus on expanding reach into new audiences while maintaining efficiency. From smart audience planning to testing creative formats and refining targeting our expertise ensures measurable growth.
If you want to unlock the best tips for reaching new audiences in Amazon DSP campaigns and expand your brand presence effectively DWAO is here to guide you.